So recently I realized that for some reason, on my Adwords campaigns, the lower my CTR is, my CPC also get lower. The higher my CTR, my CPC is higher. Basically, I have been using the same keyword just different text ad variations. Now, I have some ads that have a CTR of about 8% but they also cost me $.70 click. While my worst performing ad, has a CTR of about 1% and I only pay $.38 per click. For the same keyword and everything. What is going on? I though it was supposed to be the opposite. It would make sense for me and for Google if the ads that got clicked the most would cost less so that Google can serve more of them and I can pay more overall for them. Should I keep the low performing ones then? and get rid of the high CTR ones?